Ch. 7. Scarcity

Ch 7 Scarcity - 1 Chapter 7 Scarcity Introduction 1 Example Describe the Cialdini episode with Mormon Temple What's the point 2 Less is Best and

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1 Chapter 7 Scarcity Introduction 1. Example: Describe the Cialdini episode with Mormon Temple. 2. What’s the point? Less is Best and Loss is Worst 1. Almost everyone is vulnerable to the scarcity principle in some form. 2. As a rule, if an item is rare or becoming rare, it is more valuable. 3. The scarcity principle: 4. People seem to be more motivated by the thought of losing something than by the thought of gaining something of equal value. Limited Numbers 1. Perhaps the most straightforward use of the scarcity principle occurs in the “limited-number” tactic in which a customer is informed that a certain product is in short supply that cannot be guaranteed to last long. 2. Tactic: “Sorry, but this one is sold, and it’s the last one.” What happened next? 3. This a powerful tactic. What two persuasive principles are operating here? a. b. Time Limits 1. “Deadline” tactic in which some official time limit is placed on the customer’s opportunity to get what the compliance professional is offering. 2. People find themselves doing something they wouldn’t care to do in the first place simply because time to do so is running out. Personal example? 3. Variation: “This deal is good right now and right now only. If you don’t do it now, you won’t be able to get it at this price later.”
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2 Psychological Reactance Logic Underlying the Click-Whirr of Scarcity 1. Things that are difficult to get are typically better than those that are easy to get.
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This note was uploaded on 02/28/2008 for the course COMM 302 taught by Professor Sereno during the Spring '07 term at USC.

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Ch 7 Scarcity - 1 Chapter 7 Scarcity Introduction 1 Example Describe the Cialdini episode with Mormon Temple What's the point 2 Less is Best and

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